There’s no single signpost that marks the time for brand repositioning — in fact, it’s often a combination of several critical factors. Some of the signs might be:
- A downward trend in sales
- A shrinking core audience
- Industry shakeups (new technology, new business models, new competitors)
- A disconnect between marketing messaging and the topics brought up by real customers
- Product line updates that are out of sync with your old brand promise
- An outdated value proposition for the current culture or market
- Lack of brand appeal to younger generations
- Need to pivot away from brand confusion or negative associations